They are gaining market share with collections that appeal all year round, and not just during the sales.
The high mass of good deals begins this Wednesday. In a context of high inflation, the start of these winter sales has everything to please budget-conscious consumers. Once again, the most fragile ready-to-wear brands, which are ultra-dependent on markdowns to sell, are playing big for four weeks. The most virtuous approach this period with serenity, starting with world leader Inditex (Zara, Massimo Dutti, Bershka, etc.).
“The winning brands succeeded in defining a business model allowing them to be less dependent on sales and promotions, says Céline Choain, associate specialist in distribution, fashion and luxury at Kea & Partners, a strategy consulting firm. They have created a value proposition (quality, fair price, style) sufficiently attractive for the desire to consume to be freed from the promotional calendar.” Capable of adjusting quantities, they did not accumulate unsold items.
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This is the peculiarity…
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